Pet Business: Please tell us a bit about the science and technology behind the ionator HOM.

Amber Arnseth: The ionator HOM is a new tool that converts tap water from any faucet into a powerful, effective cleaner and sanitizer without the use of any additives. This means that pet owners can clean and sanitize virtually any surface around their pets without having to use toxic general-purpose cleaning chemicals.

The underlying technology dates back to the late 1800s and the father of water electrolysis, scientist Michael Farraday.  Its essential science is the basis for water technologies currently popular in Europe and Asia, as well as large cleaning machines used in food-processing plants, hotels and four-star restaurants. When the inventor of the ionator HOM bought Chili the chinchilla as a pet for his family, he learned that most home cleaning products are deadly to the little fellow. So, he set out to invent a way to clean the chinchilla’s cage without chemicals. Chili’s owner examined the big, technologically advanced chemical-free cleaners often used in food-processing plants and costing thousands of dollars. He then found a way to miniaturize the technology to fit into a portable and affordable handheld appliance.

It works like this: A water cell in the top of the device applies a slight electrical charge to the tap water. The charged water then passes through an ion exchange membrane, creating an oxygen-rich mixture of positive and negative nano-bubbles. The activated water is both a cleaner and sanitizer, attracting dirt like a magnet and eliminating germs. With the dirt and germs suspended in the ionized water, it is now ready to be easily wiped away. The appliance kills more than 99.9 percent of harmful bacteria, including 100 percent of the H1N1 influenza A virus.


PB: How can the appliance benefit pet owners and retailers?

Arnseth: This technology can change the way pet owners clean up after their pets. Family pets will be safer and healthier not having to live around or breathe in chemicals, and not having to eat off surfaces covered in cleaning chemical residue.

By stocking the ionator HOM, retailers can position themselves at the forefront of eco-sustainability. Retailers can stand out and differentiate themselves from their competitors, as many people do not yet know this technology exists.  And most pet owners will pay a premium for products that are both safe and enhance the lives of their pets, which means retailers can maximize their revenue with this profitable product.


PB: How should retailers go about displaying and marketing the appliance?

Arnseth: The best way for pet retailers to market the product is to use it to clean their own stores–their fish tank glass, their mirrors, their counter tops, their pet cages, etc. This will help retailers understand its value. Plus, the product draws attention to itself, and many customers, seeing it in use, will ask what it is. That opening is enough for store personnel to sell the product.

Retailers should train their staff to be able to demonstrate the product and speak intelligently about it. This is a product that must be used in order to understand and appreciate it. Once customers try it, the product will sell itself.


PB: What kind of marketing and customer support does Activeion Cleaning Solutions provide its customers?

Arnseth: Activeion offers a strong ethic of co-operative advertising and marketing with its customers. We will support retailers with media, tools and strategies for promoting and selling the ionator HOM. We offer an ironclad one-year warranty for retailer customers and a heavy marketing and promotion schedule within local, regional and national general-interest and pet-centric media channels.

ad size                               unit width x height

Full page (live area)........7” x 10”

Trim size............................7 ^7/8 x 10 ^13/16

Bleed full page.................8 ^1/8 x 11 ^1/16

Spread...............................15 ^3/4 x 10 ^13/16

Bleed spread page..........16 x 11 ^1/16

2/3 page vertical................4 ^9/16 x 10

1/2 page island..................4 ^9/16 x 7 ^3/8

1/2 page horizontal...........7 x 4 ^7/8
 

1/3 page vertical................2 ^3/16 x 10

1/3 page horizontal...........4 ^9/16 x 4 ^7/8

1/4 page horizontal...........4 ^9/16 x 3 ^5/8

1/6 page vertical................2 ^3/16 x 4 ^7/8

1/6 page horizontal...........4 ^9/16 x 2 ^5/16

1/8 page vertical................2 ^3/16 x 3 ^5/8

1/12 page vertical..............2 ^3/16 x 2 ^5/16

1” Adlet................................2 ^3/16 x 1

For more information, email: emckiernan@petbusiness.com. 

Pet Business                                  Ad Closing                                    Materials Due

January............................................November 16, 2009......................November 20, 2009

February..........................................December 14 2009.......................December 19, 2009

March...............................................January 13, 2010.........................January 18, 2010

April..................................................February 12, 2010.......................February 16, 2010

May...................................................March 12, 2010............................March 16, 2010

June..................................................April 12, 2010..............................April 16, 2010

July...................................................May 13, 2010...............................May 17, 2010

August.............................................June 11, 2010...............................June 15, 2010

September......................................July 12, 2010................................July 16, 2010

October............................................August 12, 2010..........................August 16, 2010

November.......................................September 13, 2010.....................September 17, 2010

December.......................................October 14, 2010.........................October 18, 2010

Special Issues                               Ad Closing                                     Materials Due

GPE Preview Guide......................January 15, 2010.......................January 15, 2010

GPE Show Map..............................January 22, 2010.......................January 22, 2010

GPE Show Directory....................February 12, 2010..........................February 12, 2010

GPE Show Dailies.........................February 15, 2010.........................February 15, 2010

Fish & Pond Guide........................January 7, 2010...........................January 7, 2010

Natural Products Guide..............May 14, 2010.................................May 14, 2010

Retailer Handbook.......................June 15, 2010................................June 15, 2010.

Groming Guide..............................July 15, 2010.................................July 15, 2010

Pet Nutrition Guide.......................September 15, 2010.....................September 15, 2010

2011 Industry Calendar..............September 15, 2010.....................September 15, 2010

For more information, email: emckiernan@petbusiness.com

The Pet Plaza & Product Showcase
The Pet Plaza & Product Showcase is a special monthly advertising section in Pet Business magazine designed to spotlight your company’s products. The Pet Plaza & Product Showcase is presented in an eye-catching layout guaranteed to be seen by over 25,000 pet industry professionals reading the magazine each month – plus bonus distribution at all major industry events and trade shows. This unique section offers special advertising rates in order to ensure affordable placement for all companies interested in capturing the Pet Business audience.

The Pet Boutique
More retailers are stocking their shelves with boutique pet products than ever before. From jewel-encrusted collars to fur coats for canines, consumers are looking to pamper their pets with the finest products that money can buy. Each month Pet Business spotlights these boutique products in eye-catching spreads that look like they’re straight out of a fashion magazine. By advertising in the Pet Boutique, you will ensure your products are included in the most exclusive section of Pet Business magazine.

2011 Pet Industry Calendar
Pet Business’ special 14-month pullout calendar is mailed with the November issue. Key industry events and trade shows are indicated monthly, with contact information listed in the back. Don’t miss your chance to have your company’s message prominently displayed to pet retailers for an entire month.

For more information, email: emckiernan@petbusiness.com. 

Online Buyers Guide
The most relevant and comprehensive directory in the pet industry will be available 24/7. Access to Pet Business’ database of manufacturers, distributors, suppliers, publishers and trade organizations will be just a click away at petbusiness.com. Pet Business’ Online Buyers Guide will be a one-stop destination for retailers and industry professionals looking to increase their bottom line.

Ensure that your company is listed at the top of your category or appears on every single page of the directory.

The Online Buyers Guide offers many integrated marketing opportunities for as little as $50/month.



Guides to Buying, Selling & Marketing
Four times a year, Pet Business highlights specific segments of the pet industry with a special poly-bagged supplement. The Guides to Buying, Selling & Marketing serve as how-to handbooks for retailers looking to take advantage of these lucrative categories by providing practical background information on the subject, successful methods for marketing and merchandising and other useful tips to help them grow their business. Trusted resources for retailers all year long, the Guides offer articles that examine how to select the best products on the market, employee training, promoting the business in the community and using the products and services to build long-term customer relationships.


Guide to Fish & Pond Products (published in March)

Deadline for Space & Materials: January 7, 2010


Guide to Natural Pet Products (published in July)

Deadline for Space & Materials: May 14, 2010


Guide to Grooming Products (published in Sept.)

Deadline for Space & Materials: July 15, 2010


Guide to Pet Nutrition (published in Nov.)

Deadline for Space & Materials: September 15, 2010



Retailer Handbook
Pet Business’ Retailer Handbook is a year-long reference guide for retailers looking to make the most out of educating their staff and themselves about key pet product categories. The Retailer Handbook will contain extensive research and statistical information about general pet categories such as Dog, Cat, Bird, Fish Herptile, and Small Animal, and will feature interviews with manufacturers about how to market and merchandise products within their specific product categories. By placing a full-page ad in the Retailer Handbook, you will be able to position your company as the expert in your respective product category alongside your full-page interview. The Pet Business editorial staff will help you drive your content to best communicate your message to your target audience. The Retailer Handbook is mailed with the June issue of Pet Business and will be distributed at all major industry events and trade shows for one full year.

Deadline for Space & Materials: June 15, 2009



2010 Global Pet Expo Preview Guide
The 2010 Global Pet Expo Preview Guide will be mailed to pre-registered buyers for Global Pet Expo several weeks prior to the show so attendees can plan to make the most of their time on the show floor. In addition to the product showcase advertorials featured throughout the Preview Guide, there are exhibitor and booth number listings, as well as a comprehensive guide to the city of Orlando, FL. Advertising in the Preview Guide guarantees that your booth will be a destination for over 4,000 pre-registered buyers at Global Pet Expo.



2010 Global Pet Expo Show Map & Floor Plan
The Global Pet Expo Show Map & Floor Plan is an easy, quick-reference map distributed at the buyer registration area of the expo and features both floor plans as well as exhibitor listings and booth numbers. This fold-out guide also includes a map of the city of Orlando and highlights helpful information such as hotels, r estaurant and city attractions. The Show Map & Floor Plan is the one of the most important destinations for your company’s message during Global Pet Expo. Don’t miss your chance to help attendees of the Global Pet Expo get where they’re going.



2010 Global Pet Expo Official Show Directory & Buying Guide
Pet Business presents the 2010 Global Pet Expo Directory & Buying Guide. This comprehensive directory features exhibitor listings, a detailed show schedule and a city guide including hotel and restaurant information. Attendees rely on the show directory to make the most of the show floor and use it as a resource guide to contact exhibitors for post-show follow up. Have your company stand out from the crowd. Advertising in the 2010 Global Pet Expo Directory & Buying Guide is your best opportunity to make a lasting impression on more than 7,000 attendees during and after the show.



2010 Global Pet Expo Show Dailies
Pet Business offers attendees at Global Pet Expo the opportunity to read all about show news and events within hours of when they happen. The Pet Business team will publish three show dailies, one for each morning of the show, and distribute them to attendees as they set foot on the show floor. Advertising in the show dailies is a great way to ensure maximum exposure to more than 7,000 pet industry professionals at Global Pet Expo.



The Pet Aisle
What is The Pet Aisle?
The Pet Aisle is a special pu blication, mailed three times in 2009, designed to educate mass retailers on the pet care category. These big box stores are placing more emphasis on their pet aisles, trying to take advantage of this profitable industry by realizing its importance to their overall operation and its necessity to build incremental sales and profits.

Who is The Pet Aisle geared toward?
The Pet Aisle is geared toward multi-channel retailers that have a pet aisle. The Pet Aisle is written to educate pet buyers and key decision makers at mass, grocery, wholesale clubs, drug and dollar stores about industry trends, marketing ideas and the newest pet products available on the market.

Who receives The Pet Aisle?
The Pet Aisle is poly-bagged with a select number of the Pet Business subscribers who buy for the mass, grocery, wholesale, drug and dollar store channels. The bulk of The Pet Aisle’s circulation is mailed to carefully selected buyers from Grocery Headquarters subscribers, those who specifically buy for the pet category. The total circulation of each issue of The Pet Aisle is 20,000.

Who are these carefully selected retailers?
The Pet Aisle goes to buyers at the most important mass market retailers including: Wal-Mart, Target, Safeway, Publix, Pathmark, Supervalu, Stop ‘n Shop, Albertsons, Costco, Sam’s Club, Giant Eagle, Wegman’s, Kroger, CVS and Family Dollar.



Grooming Business
Grooming Business is the only magazine focused on the business side of grooming. Published every other month in 2009, including a Buyers Guide mailed in December, Grooming Business is targeted toward salon owners, pet stylists and other key decision makers with a total circulation of more than 20,000 grooming professionals. Grooming Business’ editorial content provides vital how-to information on all aspects of running a profitable salon including in-depth articles on: 

• Legal, financial and operational advice
• Equipment features
• Marketing ideas
• Profiles of successful salons
• Table columns detailing step-by-step how to groom a specific breed of dog
• The buzz on the latest news and events in the industry
• The newest products to hit the market

ad size                               unit width x height

Full page (live area)........7” x 10”

Trim size............................7 ^7/8 x 10 ^13/16

Bleed full page.................8 ^1/8 x 11 ^1/16

Spread...............................15 ^3/4 x 10 ^13/16

Bleed spread page..........16 x 11 ^1/16

2/3 page vertical................4 ^9/16 x 10

1/2 page island..................4 ^9/16 x 7 ^3/8

1/2 page horizontal...........7 x 4 ^7/8
 

1/3 page vertical................2 ^3/16 x 10

1/3 page horizontal...........4 ^9/16 x 4 ^7/8

1/4 page horizontal...........4 ^9/16 x 3 ^5/8

1/6 page vertical................2 ^3/16 x 4 ^7/8

1/6 page horizontal...........4 ^9/16 x 2 ^5/16

1/8 page vertical................2 ^3/16 x 3 ^5/8

1/12 page vertical..............2 ^3/16 x 2 ^5/16

1” Adlet................................2 ^3/16 x 1

For more information, email: emckiernan@petbusiness.com.